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Detailed
Conference Agenda |
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DAY ONE:
Tuesday February 3rd, 2008 |
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7:30 AM |
Registration Opens & Continental Breakfast |
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Sponsored by: |
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8:30 AM |
Opening Comments From Chairperson |
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Dean DeBiase, CEO, TNS Media |
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8:45 AM |
Keynote Address |
People First: A Human Kind Approach to Creativity and Accountability
Join two industry leaders as they share how you can better focus on the consumer and behavior behind the numbers in this digital age. Hear their advice on how to move brands from “ads to acts” and more... |
- Achieving greater purpose while maximizing ROI
- Creating brands with human purpose
- Challenging the status quo
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Tune in on what makes the consumer tick and (de)select a brand or service. |
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Mark Renshaw, Director of Digital, Leo Burnett/Arc NA
William Rosen, Chief Creative Officer, Arc WW/NA |
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9:30 AM |
Online Video: Metrics & Pricing |
Performance-Based Metrics and Pricing for Online Video
Rich media not only combines the same sight, sound and motion as television, but it also has interactivity and sharing capabilities for enhanced consumer engagement. |
- Reliable measurement tools: views, visitors, clicks, and more
- Streaming ad formats and effectiveness
- Pricing structures and comparison to other channels
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Take away strategies to increase the value of your investment in streaming media. |
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Sarah Kim Baehr, National Media Discipline Lead, Razorfish
Greg Kahn, SVP, Strategic Insights, Optimedia
Tania Yuki, Sr. Product Manager, comScore, Inc.
Frank Zazza, CEO & Founder, iTVX, Inc.
Moderator: Mark Rotblat, VP of Business Development, TubeMogul, Inc. |
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10:15 AM |
Mid-Morning Networking Break |
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10:45 AM |
Podcasting: Metrics & Pricing |
Understanding Audience Effectiveness and Examining the Rate Card for Podcast Advertising
As a highly intimate, on-demand and portable media, podcasting offers unique reach opportunities. Join this session for the latest standardization efforts on tracking and quantifying downloadable media. |
- Insertion (ad file) standards: time, location and frequency
- Pricing structure options: content participation VS advertising
- Methods for measurement and download validation
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Be armed with accurate metrics and predictable pricing for your podcasting advertisement. |
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John Federico, Membership Chair, Association for Downloadable Media (ADM)
Mark McCrery, Founder and CEO, Podtrac
Tom Webster, VP, Strategy & Marketing, Edison Media Research
Bryan Moffett, Director, Digital Sponsorship Operations, National Public Media |
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11:45 AM |
Widgets: Metrics & Pricing |
Enhanced Tracking and Pricing Considerations to Maximize Your ROI
The viral capability of widgets is extremely attractive to marketers; however, once dispersed, it can be challenging to measure the plays, number of times interacted, and more. |
- Technologies for measuring engagement and interaction
- Dynamic distribution best practices
- Costs for widget creation/management and/or ad pricing
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Better understand the opportunities to leverage the use of widgets in your campaigns. |
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Sean Muzzy, Senior Partner, Media Director, Neo@Ogilvy
Liza Hausman, VP of Marketing, Gigya, Inc. |
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12:30 PM |
Networking Luncheon |
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1:45 PM |
Digital Out-of-Home Media: Metrics |
Examining Viewership Data for Out-of-home (OOH) Ads and Increasing Media Touch Points
The value proposition of OOH digital media is connecting with the right consumer, at the right place, at the right time. But how do you measure the audience seeing the ads on the thousands of screens? |
- Differentiation and uniqueness of channel
- Current industry audience metrics guidelines
- Effectiveness research compilation
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Incorporate accurate measurements and increase confidence in out-of-home advertisements. |
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Ron Greenberg, CMO & SVP of Digital Media, TouchTunes
Rob Jayson, EVP, Planning Director, Zenith Media
Suzanne Alecia, President, OVAB
Moderator: Jon Barnes, Principal, Halyard Capital
More to come… |
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2:30 PM |
Digital Out-of-Home: Pricing |
Exploring the Rate Card For Digital Signage in a Place-Based Environment
As standardization for out-of-home digital signage grows, the questions around pricing become clearer. This session will address the need to develop common rate cards in digital OOH in brand activation strategies. |
- Pricing framework for dynamic OOH video advertising
- Suggested changes to facilitate media buy
- Effect of demand and inventory on pricing
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Learn more about the potential and return on investment from place-based digital advertisements. |
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David Matera, CEO and Co-Founder, OOH Pitch & Digital Hive
Jack Sullivan, SVP/OOH Activation Director, Starcom USA
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3:15 PM |
Mid-Afternoon Networking Break |
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3:30 PM |
Mobile Advertising: Metrics & Pricing |
Measuring the Effectiveness of Mobile Campaigns and The Rate Card
Besides making calls and texting, consumers today can also watch videos, get news alerts, share photos, and play games with their mobile devices. This offers vast opportunities for marketers, but what are the expected metrics and pricing for mobile advertising? |
- Formats available: SMS, multimedia, banner, etc.
- Pricing structures for various formats and factors affecting cost
- Effectiveness research studies and data analysis
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Learn how mobile marketing is being measured and priced. |
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Riccardo Zane, President, Agency.com NY
Paul Kultgen, Director of Client Services, Mobile Media, Nielsen Mobile
Moderator: Will Hodgman, Executive Vice President, ComScore International |
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4:15 PM |
Determining the Optimal Marketing Mix Model to Maximize Your Advertising Dollars
How can marketers develop the right mix in an era of integrated campaigns…with digital media becoming an increasing part of the media buy? Explore new approaches to producing a marketing mix model that delivers peak ROI for your total advertising spend. |
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Jim Dravillas, Senior Partner, Director of Analytics, Neo@Ogilvy
Srishti Gupta, Senior Partner, Insights & Analytics, Beyond Interaction
Keith Camoosa, Director, Cross Media Research, InsightExpress
Moderator: Sean O’Neal, Chief Revenue Officer, Datran Media |
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5:00 PM |
Exclusive Cocktail Reception |
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Bring your business cards and attend our exclusive end-of-day cocktail reception. |
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DAY TWO:
Wednesday February 4th, 2008 |
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7:45 AM |
Registration & Continental Breakfast |
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8:15 AM |
Opening Comments From Chairperson |
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Dean DeBiase, CEO, TNS Media |
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8:30 AM |
Opening Address |
| Online Marketing, Media and Emerging Technologies: Forecasts and Trends
Brand marketers and advertising agencies are beginning to shift more budget allocation to digital media, but what are the opportunities affecting the business and consumer landscape? |
- Digital advertising growth and forecasts
- Key demographics and usage
- Challenges and opportunities for brand marketers
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Stay ahead of the fast-moving media curve. |
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Emily Riley, Senior Analyst, JupiterResearch |
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9:15 AM |
Social Networking: Metrics |
Measuring Branded Communities to Optimize Your Advertising Investment
Facebook, Myspace, Friendster, and Twitter are becoming a staple of the digital lifestyle. These websites allow brands to create a dialogue between the user and the brand, but it remains difficult to measure the time and money committed by the brand. |
- Ways to capture and analyze effectiveness
- Connect with targeted demographics and measure the reach
- Improve ad relevance and effectively promote your brand
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Learn how to best measure social networking and maximize your ROI. |
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Yaakov Kimelfeld, SVP, Digital Director, Research & Analytics, MediaVest WorldWide
Danielle Wiley, VP Social Media/Food & Family, Edelman
Ken Mallon, SVP, Custom Solutions & Media Group Consultant, Dynamic Logic
Moderator: Tom Gerace, Founding Chair, Social Media Advertising Consortium (SMAC) |
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10:00 AM |
Mid-Morning Networking Break |
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10:30 AM |
User Generated Content: Metrics |
Understanding UGC Measurement to Better Maximize Your Advertising Effectiveness
User generated content is growing rapidly, and marketers are finding ways to harness it for brand equity. Despite some risks, this platform allows consumers to define the brand on their own terms. But the question remains: how to best utilize and measure UGC advertisements? |
- Ways to measure traffic and realize benefits of medium
- Leverage the creativity of your current and potential consumers
- Minimize risk and manage content without filtration
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Take away insights on how user generated content can be used to improve your next campaign. |
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David Berkowitz, Director of Emerging Media & Client Strategy, 360i
Dean McRobie, Executive Director, Technology, Organic |
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11:15 AM |
User Generated Content & Social Networking: Pricing |
Evaluating Pricing to Make an Informed Advertising Investment Decision
Advertising opportunities through social networks and user-generated content are evolving, with a wide spectrum of pricing models across different sites. This session will not only explore developments in pricing structures, but also justify them. |
- Monetizing user generated content
- Pricing models for ads on social networking sites
- Viral benefits of social networks and efficiency in spreading the word
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Use consumer-expression to establish strong connection and see the increase in the value of your advertising investment. |
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Jeremy Daly, Director of Planning, Agency.com
Heidi Browning, SVP, Client Solutions, MySpace
Joey Wilson, Director, Marketing Strategy, Sapient
Chris Cunningham, Founder & CEO, Appssavvy
Moderator: Blake Cahill, Senior Vice President of Marketing, Visible Technologies
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12:00 PM |
Keynote Address |
The Future of Television |
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David Verklin, CEO, Canoe Ventures |
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12:30 PM |
Networking Luncheon |
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1:45 PM |
Power Panel: |
Media Leader’s Insights on Digital Marketing & Consumer Connection
Emerging digital platforms have created a new frontier in brand marketing and consumer engagement. Join this panel of leaders for their take on digital media planning, buying and measurement. |
- Media integration challenges and opportunities
- Messaging strategies in driving effectiveness
- Roles of measurement, data and accountability
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Take away insights to help imprint your brand in the new media environment. |
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Rich Gagnon, Chief Media Officer, Draftfcb
Joseph Zahtila, Chief Operating Officer, Dynamic Logic
Dean DeBiase, CEO, TNS Media
Moderator: Jim Meyer, CEO and Co-Founder,
Mindset Media |
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2:30 PM |
Console, PC and Online Gaming: Metrics & Pricing |
Measurement and Pricing Models to Demonstrate the Benefits of In-Game Advertising
In-game advertising is on the rise and industry stakeholders are working together to analyze and benchmark the data. Find out the latest in calculating the reach, frequency and effectiveness. |
- Ad formats available and trends
- Pricing models and key indicators and initiatives for measurement
- Research and consumer insights on effectiveness
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Bring accuracy to game ad measurement and maximize ROI. |
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Michael Dowling, CEO, Interpret LLC
Jay Krihak, Sr. Partner, Group Director & Gaming Innovation, MEC Interaction |
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3:15 PM |
Networking Break |
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3:30 PM |
Virtual World: Metrics & Pricing |
How Brands Can Maximize Return on Investment and Reach Desired Demographics
Virtual world platforms are steadily increasing, with new opportunities for consumer engagement. From advertising to enterprise use to product integration, find out the latest developments in virtual world measurement and pricing. |
- Campaign objectives and integration with other channels
- Standard metrics and additional methodologies for effectiveness
- Pricing range and model for branded virtual games
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Find out how to successfully measure audience participation and quantify your branded game campaign. |
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Jeff Freedman, Director, Client Strategy & Business Development, Millions of Us
Derek Leedy, VP, Account Director, Mediasmith |
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4:15 PM |
Conference Adjourns |
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